The reason behind doing so was to give a different image rather than being seen as a fried chicken restaurant.
Collecting personal data Studying and triggering the subconscious This report provides a brief snapshot of these five categories. You can also download additional details and visual examples of these tactics at http: But these examples are only the beginning.
Creating immersive environments State-of-the-art animation, high-definition video, and other multimedia applications are spawning a new generation of three-dimensional experiences.
In these immersive virtual environments, through the use of avatars and other first-person simulations, teens are surrounded by powerful images and sounds, plunged into the center of the action. Immersive marketing techniques routinely integrate advertising and other content in such a way as to make the two indistinguishable.
The immersive experience is designed to circumvent the user's conscious process of evaluating a product's attributes, eliciting an automatic response that makes the user more susceptible to promotions. McDonald's, for example, used virtual reality technology to appeal to young consumers through its ambitious tie-in with the film Avatar: Young people could log on to the McDonald's Avatar site and use a webcam to interact with a variety of augmented reality games.
Infiltrating social networks Online social media like Facebook and YouTube are among the most popular digital media platforms for teens,27 and they provide an easy opportunity for marketers to access and exploit an individual's web of social relationships.
Using a host of new techniques and tools, social media marketers can observe and insert themselves into online social interactions to influence the conversation. Marketers also frequently tempt young people with a variety of incentives -- contests, prizes, free products -- to participate in viral marketing campaigns by circulating brand-related content, often generated by the users themselves.
Social networks add the element of peer influence to what is already a powerful marketing appeal, targeting adolescents at a point in their lives when they look to friends as models of what types of behavior to pursue.
Mountain Dew, for example, launched a viral marketing campaign dubbed "DEWmocracy," using a variety of social network platforms to get young people involved in choosing and promoting a new product. Fans registered at DEWmocracy. A marketing trade publication reports that soon after the campaign launched, Mountain Dew ranked first on tweens' list of "Newest Beverages" they had tried.
Location-based and mobile marketing Young people in particular rely on mobile devices for a growing number of services: The ubiquity of mobile phones gives marketers the unprecedented ability to follow young people throughout their daily lives, delivering enticing marketing offers that are designed to elicit impulsive behaviors.
New forms of loyalty-based programs reward consumers when they "check in" at a restaurant with their mobile phone. And cravings can now be easily triggered at the exact point when a teen is near a fastfood restaurant, made even more irresistible through a variety of incentives such as coupons, discounts, and free offers.
Mobile marketers offer advertisers an array of ways to target consumers based on where they are and what they're doing at any moment.
Brightkite, a startup with offices in California and Finland, promotes these targeting capabilities, among others: Location and place targeting "We can target by precise geography -- people in Tulsa, people within two miles of a KFC, people at Costco.
We know who they are. With this information, you can deliver messages that are time sensitive -- the lunch rush, etc.
Diet Coke wanted to target people when the afternoon temperature was over 75 degrees. Collecting personal data Data collection is at the core of contemporary digital marketing for many of the leading food and beverage companies, from Coca-Cola and PepsiCo to McDonald's and other fast food outlets.
Consumers are tagged with unique identifiers when they go online, and tracked, profiled, and targeted for personalized marketing and advertising as they navigate the Internet.Marketing Objectives Moving forward, Starbucks is going to attempt to tell the company’s story through various marketing campaigns through various outlets including advertising, in .
A target market is the market a company wants to sell its products and services to, and it includes a targeted set of customers for whom it directs its marketing efforts. What are the Burger King’s communication objectives for its target audience? The objectives for Burger King will be most like any other business that wishes to remain profitable.
Maintain brand recognition, brand loyalty, customer satisfaction, and generate new customers. l Burger King introduced “Herb” the Nerd, MacDonald’s Marketing objectives over the product life cycle.
Marketing strategies over the product life cycle Case Study - SNAPPLE Beverages l Started in ’s as New York area health-food distributor supplier l Typically 6 to 10 consumers selected target audience l One moderator, to. I won’t waste time on the importance of setting objectives. We all know that the strategic communications process, like all business activities, needs direction to be heartoftexashop.comd, let’s talk about defining objectives that are specific, achievable, and measurable.
Sep 12, · Burger King's communication objectives is to reconnect with the super fan customer, which is known to be composed of young men, in order to increase sales and make more profit.
Managing to do so is the key to increase company shares value and satisfaction of the shareholders.